CLIENT
Campbell Soup Company
Darren Serrao, VP/GM Sauce & Beverage
Dale Clemiss, VP Beverage Marketing
Jennifer Gordon, Global Advertising Director, Sauce & Beverage
Karen DeJesus, Senior Brand Manager (V8)
AGENCY
Young & Rubicam New York *Lead Agency
Adam Konowitz, SVP Global Account Director
James Caporimo, Executive Creative Director
Rob Schnapp, SVP, Creative Director
Juliana Cardoso, Brand Planner
Laurie Newsome, VP Account Director
Snigdha Gollamudi, Account Supervisor
Circle One Marketing
MEC Global
SUMMARY
V8, the original healthy beverage, had become old boring news in an aggressively innovative category where even traditional juices were touting powerful functional claims. Based on the insight that numbers are an important measure of health, the "Numbers" campaign visualized V8's vegetable servings to instill the need for people to track and raise their daily vegetable number. With a volume growth for V8 100% Vegetable Juice and V8 V-Fusion of 3.7% and 18.8%, respectively, the "Numbers" campaign helped increase America's number of daily vegetable servings as well as V8 business numbers.
